Marketing has evolved over several stages from 1.0 to 4.0. Marketing 1.0 was product-focused and based on the four Ps. Marketing 2.0 was customer-centric and focused on social media interactions. Marketing 3.0 takes a human-centric approach considering consumers' minds, hearts and spirits. It aims for collaboration and building character. Marketing 4.0 is digital-oriented and leverages trends like the influential digital subcultures of youth, women and netizens.

1. Marketing 1.0, 2.0, 3.0 & 4.0
Made by:-
Pallavi Gupta(PC04)
Chandan Mallick (IP02)
Ritu Jain (PT 07)
Ankita Paul ( PT13)
Shubham Gupta (IP11)
M.Pharm+MBA 3rd Year

2. 5/9/2021 Advance Course of Marketing Strategy - Major Presentation 2
Philip Kotler-
Father of Modern Marketing

3. Introduction
Marketing has evolved a lot, never stops, and already with a 100-year history it has gone from production
and product-oriented marketing ( 1.0 ), to customer-centric marketing ( 2.0 ), passing through marketing
focused on being human and its values ​​( 3.0 ) and finally to digital-oriented marketing ( 4.0 ).
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4. Marketing 1.0
• Marketing 1.0 concept based on the evolution of the marketing theory and practice in the first half of
the 20th Century, which was based and centred around the idea of products and production.
• Marketing concept has undergone a great change over the period. The different stages of change:
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Production concept of
marketing
Product concept of
marketing

5. • Marketing 1.0 is based on the "four P's" of Marketing Mix.
• Marketing 1.0 appeared as an outcome of the development of
production during a new industrial revolution (Kotler, 2012)
based on the rise of new information technologies and
communication and especially following the burst of the
Internet bubble.
• The first Web application called "Web 1.0" application called
"replicative Web", whose basic principle is to provide
products and services of offline businesses
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6. The Production Concept - Ford's Model T
• One of the best examples of the production concept is Henry Ford's Model T. By developing an efficient
assembly line, Ford was able to bring the cost of the Model T down from around $800 to just under $300,
putting affordable transportation into the hands of average consumers in the United States.
• The biggest secret to Ford's assembly line is that he built one car, the Model T. There were very few
variations on the basic structure and functionality of this automobile. One of the best known slogans of the
time, which Ford himself coined, was "You can have any color you want as long as it is black.“
• Henry Ford was very successful with the production concept for a period of time. He amassed quite a
fortune by practicing the production concept.
• Ford did not anticipate and never really acknowledged change in demand. General Motors, however, did.
As a result, General Motors' sales by the end of the 1920's dramatically outstripped Ford's sales.
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Ford's Model T

8. Marketing 1.0 in Pharma
• Marketing 1.0 is the first step Pharma marketers need to achieve. It is all about knowing your
“Customers’ Minds”.
• Marketing 1.0 goes beyond sales and aims to create brand identity, bring brand awareness and connect
with customers beyond sales.
• Marketing 1.0’s goal is to understand how doctors and other pharma customers make their decisions,
what affects the decision making, and what the trends in the market are.
• Thus, Marketing 1.0 focuses mainly on acquiring marketing data, sales data of various pharma
offerings and analysing that data in-house.
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Advance Course of Marketing Strategy - Major Presentation
Customer Centric

10. What is Marketing 2.0 ?
• The one that focuses on the customer to establish an emotional bond between him and the product or
service .
• The second era of Marketing based on social networking sites which consumer is the focal point for
the company.
• It refers to the new generation of marketing ideas emerging from the Internet era. The expression
became popular in 2005 along with the idea of Web 2.0. It is a buzzword that for.ms part of the
business jargon of corporate work environments pertaining to new means of marketing.
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11. Marketing 2.0
As Kotler explains in the aforementioned interview, “Some companies decide to learn more about to who
they are selling their products, set out to fabricate and sell quality goods, to understand their
clients through the study of large databases and to offer them a differential service”.
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12. • Technologies have changed the way people interact with each other, which resulted in more interactive
communications between consumers.
• Web 2.0 is a set of economic, social, and technology trends that collectively form the basis for the next
generation of the Internet a more mature, distinctive medium characterised by user participation,
openness, and network effects.
• Web 2.0 is the new generation of websites and web services that capitalise on the collaboration of the
users of these services
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13. Implementation of Marketing 2.0 model
• By using your website, blog, social network(s), and email marketing to create a conversation between
your company, customers, and prospects, Marketing 2.0 allows you to extend your marketing reach
beyond that of traditional marketing methods.
• The merge between Web 2.0 technology and marketing practice would result in the adaption on what is
known as marketing 2.0.
• Marketing 2.0 is defined as the usage of Web 2.0 technology and the interactive capabilities it provides
for the purpose of opening interactive communication channels between consumers and businesses
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14. Implementation of Marketing 2.0 model
• In how to implement a Marketing 2.0 Model, a company may choose to use more than one Web 2.0
application to implement Marketing 2.0 strategy.
• Companies should focus on when implementing Marketing 2.0 strategy is to synchronize their marketing
efforts among the different Web 2.0 applications the company chose to use.
• Marketing 2.0 is a two ways communication channel. Therefore, an effective communication strategy is
critical for the success of Marketing 2.0 implementation and it also allows the company to expand its
customer base by creating new customers.
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15. Marketing 2.0. Conclusion
• In how to implement a Marketing 2.0 Model, it is very critical to select the technology that maximizes
the business value the most
• The chosen application should be able to close gaps in the customer experience and facilitate
sophisticated customer segmentation based on clickstream transparency and rich web analytics
• This could be achieved by selecting the most valuable application for the customers that represent the
market the company is targeting
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Foundation for
Marketing 3.0
Possible by
Implementing
Marketing 3.0

18. Marketing 3.0
• Human-Centric approach
• Approach consumers as whole human being with minds, hearts and spirits.
• Aims to satisfy the consumers
• Believes that needs and hopes of consumers should never be neglected.
• Complements Emotional marketing with Human spirit marketing.
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Major Forces that Shape the Business Landscape
Toward Marketing 3.0
AGE OF
PARTICIPATION AND
COLLABORATIVE
MARKETING
AGE OF
GLOBALIZATION
PARADOX AND
CULTURAL
MARKETING
AGE OF CREATIVE
SOCIETY AND
HUMAN SPIRIT
MARKETING

20. Marketing 3.0 : Collaborative, Cultural and Spiritual
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21. Evolution of Marketing Concept
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• The marketing Mix
• Product life cycle
• Brand Image
• Market Segmentation
1950s
Postwar • The four Ps
• Marketing myopia
• Lifestyle Marketing
• Broadened Concept of
Marketing
1960s
Soaring
• Targeting and
Positioning
• Strategic,
service, social,
societal and
macro-
marketing
1970s
Turbulent
• Marketing
warfare
• Global, local,
Mega, Direct
marketing
• Customer
Relationship
Marketing
1980s
Uncertain
• Emotional,
Experimental,
Sponsorship,
Internet and E-
business
marketing
• Marketing Ethics
1990s
One-to-
One
•ROI Marketing
•Brand equity,
Customer equity.
Social responsibility,
social media,
cocreation and
authenticity
marketing
•Consumer
Empowerment
2000s
Financiall
y Driven

22. Future Of marketing
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The Disciplines of Marketing Today’s Marketing Concept Future Marketing Concept
Product Management The Four P’s Cocreation
Customer Management STP Communitization
Brand Management Brand Building Character Building

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Cocreation: Three key
processes of cocreation is
providing platform, match
their own unique
identities and lastly
feedback and enrichment.
Communitization:
Communities such as pools
(Share same values and
connected to an IDEA), webs
(connected to one another) or
hubs (Connected to leader).
Character Building:
Authentic and real
experience

24. Shift to Human
spirit: The 3i Model
• Brand identity : Positioning of brand in
the mind of consumers
• Brand integrity : Fulfilling what is
claimed through the positioning and
differentiation (Credible, Promise and
Trust), Target is SPIRIT
• Brand image : Acquiring strong share of
consumers‘ emotions
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25. The 3i Of Revital
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3i
Brand
Revital
Differentiation
Daily health
supplements
Positioning
Jiyo jee bhar ke
Brand integrity

26. Shift to value driven marketing
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27. Strategy
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Marketing the Mission to the customer
• Consumers are the new brand owners
• Good mission defined
Business as
unusual
Creating
Story that
moves
people
Spreading
Consumer
Empowerme
nt
Realizing
Summary: Promise of transformation, compelling stories, and consumer involvement

29. Marketing the Values to the employees
• Permission-to-play values are the
basic standards of conduct that
employees should have when they
join the company.
• Aspirational values are values that
a company lacks but the
management hopes to achieve.
• Accidental values are acquired as a
result of common personality traits
of employees.
• Core values are the real corporate
culture that guides employees’
actions.
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30. Shared Values and Common Behaviour In
Marketing 3.0
• For Example: Mayo Clinic
• Foster value of Collaboration
• No. of Physician and health
experts come together to serve
each patients
• The culture of collaboration is
what makes good physician come
to work for mayo clinic
• Mayo clinic model of care
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31. Marketing values to the Channel partners
1.Channel as Collaborator : Selecting the Fit
2. Channel partners as cultural change agent :
Distributing the story
For ex: ITC and Hindustan Unilever play a
significant role in partnering with the poor to
distribute their products in rural areas
3.Channel as creative ally : Managing the
relationship
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32. Marketing The vision to the shareholders
• To convince shareholders, a company’s
management needs to formulate and
communicate the corporate vision in addition to
its mission and values.
• Embrace the concept of sustainability = long run
competitive advantage
• Improve corporate brand value
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33. Marketing 3.0 :
APPLICATIONS
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34. Delivering Socio-Cultural Transformation
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Identify Socio-
Cultural Challenges
• Identify current
and predict future
challenges
• Challenges may
include wellness,
education or
social injustice
Select Target
Constituents
• For immediate
impact: select
constituents such
as the middle
class, women or
the elderly
• For future Impact:
select children
and youth
Offer
Transformational
Solutions
• Provide behaviour
changing
solutions
• Aim toward more
collaborative,
cultural and
creative
transformation
Involves three step process:

35. Creating Emerging Market Entrepreneurs
• From pyramid to diamond
• From aid to entrepreneurship
• Alleviating Poverty by encouraging Entrepreneurship
• Social Business Enterprise (SBE) : A company that is making money while impacting
the society in which it operates.
• Measures:
• Stretches disposable income
• Expand disposable income
• Increase disposable income
“ Teaches people how to fish instead of giving them free fish”
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36. Striving for environmental sustainability
• Make a difference to solve the
biggest issues of our times:
Environmental sustainability
• 3 Actors in Sustaining the
Environment
The Innovator
The Propagator
The Investor
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37. Putting It all Together
• Credo 1 : Love your Customers, Respect your Competitors
• Credo 2 : Be sensitive to change, be ready to transform
• Credo 3 : Guard your name, be clear about who you are
• Credo 4 : Customers are diverse; go first to those who can benefit most from you
• Credo 5 : Always offer a good package at a fair price
• Credo 6 : Always make yourself available, spread the good news
• Credo 7 : Get your customers, keep and grow them
• Credo 8 : Whatever your business it is a service business
• Credo 9 : Always refine our business process in terms of quality, cost, and delivery
• Credo 10 : Gather relevant information, but use wisdom in making your final decision
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38. • Fundamental Trends Shaping Marketing
• New Frameworks for Marketing in the Digital Economy
• Tactical Marketing Applications in the Digital Economy
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39. Fundamental Trends Shaping Marketing
• The shifts toward a more horizontal, inclusive, and social business landscape
• From exclusive to Inclusive
• Technology enables both automation and miniaturization
• Reverse innovation
• Convergence and integration of two or more industries are trending
• Social inclusivity
• From vertical to Horizontal
• Innovation is horizontal
• Competition is changing from vertical to horizontal
• Distinctions between industries are blurring
• Track competitors from outside their home markets
• Concept of customer trust
• From Individual to Social
• Customers communicate with one another
It is practically impossible to hide flaws or isolate customer complaints in a transparent,
digital world.
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40. Marketing amid Paradoex
Connectivity is arguably
• Amazon, Netflix
Collaboration with competitors and co-creation with customers are central
• Procter and Gamble’s (P&G’s) Connect + Develop program
Social media such as Twitter and Instagram enable customers to show and share their
customer experience: TripAdvisor and Yelp
• Paradox No. 1: Online Interaction versus Offline Interaction
• Paradox No. 2: Informed Customer versus Distracted Customer
• Paradox No. 3: Negative Advocacy versus Positive Advocacy
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41. The Influential Digital Subcultures
• Youth: Acquiring the Mind Share
• Early adopters
• Trendsetters
• Game changers
• Women: Growing the Market Share
• Information collectors
• Holistic shoppers
• Household managers
• Netizens: Expanding the Heart Share
• Social connectors
• Expressive evangelists
• Content contributor
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42. Marketing 4.0 in the Digital Economy
• Moving from Traditional to Digital Marketing
• From Segmentation and Targeting to Customer
Community Confirmation
• From Brand Positioning and Differentiation to Brand
Clarification of Characters and Codes
• From Selling the Four P’s to Commercializing the Four
C’s
• From Customer Service Processes to Collaborative
Customer Care
• Integrating Traditional and Digital Marketing
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43. New Frameworks for
Marketing in the
Digital Economy
• The New Customer Path
• New Frameworks for Marketing in the Digital Economy
• Tactical Marketing Applications in the Digital Economy
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44. New Customer
Path
• Understanding How People
Buy: From Four A’s to Five
A’s
• attention, interest, desire, and
action to aware, attitude, act,
and act again to aware,
appeal, ask, act, and
advocate.
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45. • Mapping the
Customer Path
throughout the
Five A’s
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Driving from Awareness to Advocacy: The O Zone (O3)

46. Marketing
Productivity
Metrics
• Purchase Action Ratio (PAR) and Brand Advocacy
Ratio (BAR)
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47. Purchase Action Ratio (PAR) and Brand
Advocacy Ratio (BAR)
• In line with the five A’s, two
metrics are valuable to
measure: purchase action ratio
(PAR) and brand advocacy ratio
(BAR).
• PAR measures how well
companies “convert” brand
awareness into brand purchase.
•
• BAR measures how good
companies “convert” brand
awareness into brand advocacy.
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48. Decomposing PAR and BAR
• Breaking down PAR and BAR can
reveal similarly useful insights. It
turns out that PAR may be
calculated by dividing market share
by brand awareness.
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What PAR Really Means What BAR Really Means
What PAR Really Means What BAR Really Means

49. Driving Up Productivity
• 1: Increase Attraction
• 2: Optimize Curiosity
• 3: Increase Commitment
• 4: Increase Affinity
PAR and BAR allow marketers to measure the productivity of their marketing activities.
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50. Industry Archetypes and Best Practices
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• Four Major Industry Archetypes Bow Tie: A Fifth Pattern
Pattern 1: Door Knob
Pattern 2: Goldfish
Pattern 3: Trumpet
Pattern 4: Funnel

51. Tactical Marketing Applications in the
Digital Economy

52. Human-Centric Marketing for Brand Attraction
• Understanding Humans Using Digital Anthropology
• Social Listening
• Netnography
• Emphatic Research
• Building the Six Attributes of Human-Centric Brands
• Physicality
• Intellectuality
• Sociability
• Emotionality
• Personability
• Morality
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53. Content Marketing for Brand Curiosity
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Content Is the New Ad, #Hashtag Is the New Tagline

54. Omnichannel Marketing for Brand Commitment
Rise of Omnichannel Marketing
Trend 1: Focusing on Mobile Commerce in the “Now” Economy
Trend 2: Bringing “Webrooming” into Offline Channels
Trend 3: Bringing “Showrooming” into Online Channels
Optimizing Omnichannel Experience with Big-Data Analytics
Step-by-Step Omnichannel Marketing
Step 1: Map All Possible Touchpoints and Channels across the Customer Path
Step 2: Identify the Most Critical Touchpoints and Channels
Step 3: Improve and Integrate the Most Critical Touchpoints and Channels
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55. Engagement Marketing for Brand Affinity
• Enhancing Digital Experiences with Mobile Apps
Step 1: Determine the Use Cases
Step 2: Design the Key Functionalities and User Interface
Step 3: Develop the Back-End Integration
• Providing Solutions with Social CRM
Step 1: Build Sense-and-Respond Capabilities
Step 2: Develop and Empower Social CRM Agents
Step 3: Leverage Community Involvement
• Driving Desired Behavior with Gamification
Step 1: Define Actions to Trigger
Step 2: Define Customer Enrollment and Tiering
Step 3: Determine Recognition and Rewards
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56. Marketing 1.0 Marketing 2.0 Marketing 3.0 Marketing 4.0
Aim Sell products Satisfy & retain
consumers
Making the world a
better place
Attract from
relevant untargeted
content
Driving Forces Industrial
Revolution
IT New wave of
technology
The internet and
generating content
on it
How companies see
the market?
Mass bias with
physical needs
Intelligent buyer Full human with
heart, mind & spirit
Complete and
connected human
Key marketing
Concept
Product
development
Differentiation Values Collaboration
Company marketing
guidelines
Product
specifications
Product & company
positioning
Company mission,
vision and values
Authenticity
Value proposition Functional Functional and
emotional
Functional,
emotional and
spiritual
Functional,
emotional, spiritual
and digital
Interaction with
consumers
One-to-one
transaction
One-to-one
relationship
Many to many
collaboration
Online and offline
between companies
and consumers
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57. THANK YOU
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